The goal is to open up its search for innovation outside of the company, to bring diverse ideas that use technology to create ‘real’ encounters in a digital world.
Co-Lab is inviting entrepreneurs, tech start-ups, university, design academies and the general public to submit ideas that work towards creating big brand experiences.
A global, multi-cultural perspective
According to Nivea, the people behind shortlisted ideas will be invited to London, Sao Paulo and Seoul, where they will be mentored by strategists and technology experts.
Then, one finalist from each country will get to attend a live pitch at Beiersdorf HQ in Hamburg, Germany to present their idea.
The Nivea team has set the deadline for entries at 4th of September 2018, so there’s not much time to lose.
Countering the digital social barrier
The premise for the initiative is to counter the issue being created by the increasing time spent online and on mobile devices, which is detracting from verbal communication as well as physical interactions.
The Nivea team says it wants to support submissions that will serve to encourage meaningful relationships, connections and interactions, forcing people to spend less time on their smart phones, for example.
“When it comes to creativity, we recognise that good ideas can come from anywhere. So we’re reaching outside of our normal approach to creative development and are involving the very communities who use our products to tell us what we should do,” said Beiersdorf Head of Global Digital Activation, Matt Marlow.
Ultimately the judges will be looking for technology-based ideas that bring people together and enhance relationships, with the winning entry receiving a chance for professional mentorship and a prize of 10,000 Euros.
Participants are required to submit their ideas on the Nivea website in each of the three different countries (https://www.nivea.co.uk/co-lab; https://www.nivea.co.kr/co-lab; https://www.nivea.com.br/co-lab).
They should upload a short video, Keynote or PPT presentation describing their idea irrespective of whether it is an app, a microsite, social media, an experience, a service, wearables or a piece of technology no one has ever seen before.
All entries and presentations must be in writing and presented in English.